oader export presence
in several markets
Sales offices in China, export manager in Taiwan, export office in Hong Rong
i'M
In several respects 1993 was an excellent export
year for Heineken. Export Director Frans van der
Minne reports proudly that the milestone of 5 mil
lion hectolitres of export beer was passed last
year. In addition, the principle of 'the closer to the
market, the better' was again put into practice by
opening offices in various countries.
Mr Van der Minne has many
more plans up his sleeve for
1994. There will be a particu
larly strong focus on the Far East.
Strong economic growth in many
Asian countries offers the export
organisation openings for expansion.
Within Asia Heineken is looking
chiefly at China. This, the world's fas
test growing beer market, must be
given the place it deserves on the
Heineken map. As an illustration: in
1985 a total of 35 million hectolitres of
beer were consumed in China. By the
year 2000 consumption is expected to
increase to 200 million hectolitres.
Sales offices
The export organisation is there
fore taking an active approach to that
market. Operating from the recently
opened export office in Hong Kong, a
sales organisation is being set up with
offices in Guangzong, Beijing and
Shanghai. These offices will help to
build professional infrastructures for
distribution, sales and merchandising.
"By opening these offices our aim
is to gain a lead over other importers
and thus play a dominant role in the
premium segment. One of the many
planned activities involves training
the people. China is still underdevel
oped as regards merchandising and
sales."
In Asia Heineken Export is not
only focusing strongly on China. The
management staff at the export office
in Hong Kong has been expanded,
whilst the growing beer market in
Taiwan has led to a member of the
Heineken export staff being stationed
with importer Tait. This man's
specific brief is to handle sales and
marketing activities. Here again, the
'A's
Export Director Frans van der Minne:
"We aim to play a dominant role in the
premium segment in Asia".
mam
THE WORLD OF HEINEKEN
